MONDAY 09.00 - 10.00: KEYNOTE

We have witnessed in the last decades an explosion of content production and technology dissemination. In this scenario, people are getting more and more overloaded with information that flows from everywhere: from billboards to smartphones, and soon, from virtually any object. In such a complex environment, the most valuable asset is attention. How do we get people to listen to our brand? Advertising using interruption doesn't work anymore. This presentation will focuses on the transformations that lead us to this complex marketing scenario and then will discuss transmedia storytelling as marketing strategy for higher education to get not only people's attention, but specially to engage them.

MONDAY 10.10 - 12.00: 4 THEME WORKSHOPS

Content has always been very important in marketing strategies because there are no strong brands without stories, and there are no stories without content. However, in the past, when competition was much smaller and the speed of change and media options too, it was much easier to create content strategies. Nowadays we face a very complex environment where there is an explosion of content and technologies, where the competition for attention has become one of the main factors to deal in marketing strategies. In the digital age, content is the key that drives people to your brand and also create stories and makes it to make sense to your costumers. Content is king and drives to collaboration and engagement when provided in the right context with relevance. This workshop will discuss content strategies in marketing for universities, covering the main topics bellow:

Content marketing is one of the biggest trends within the communication industry today. One way to do this is by making web TV. Crosstalks.tv is a collaboration between Stockholm university and KTH Royal Institute of Technology in Stockholm. Crosstalks.tv is, among others, a web TV show where "great minds meet" - that is some of the best researchers from the two institutions as well as leaders from the global community. They are meeting in unexpected combinations from various backgrounds to discuss global topis such as "Have we reached information overload?", "What is the future of man and robot?" or "The life sciences revolution, biomedical technology and the future of medicine?". The project aims to reach young talents and scientists from around the world. The topics are discussed in social media such as Facebook and Twitter. So far the show has been watched live in 49 countries and the site has had visitors from 120 countries. Crosstalks.tv was nominated in the Digital Communication Awards in Berlin 2013. For more information please visit crosstalks.tv.

Groups will be divided into the following topics (round table discussion):

What are the benefits from web TV as a communication tool for universities?

How do we get our target groups and influencers to want to spread the word about us?

MONDAY 13.30 - 15.05: COMMUNICATION CIRCUS

CIRCUS SESSION

TITLES

Att kommunicera om djurförsök i forskning(Communicating the use of animal testing in research)

ROOM

Mødelokale 1/Conference Room 1

TIME

13.30, 14.05 og 14.40

LANGUAGE

Scandinavian

SPEAKERS

Communicators from Faculty of Health at Lunds University and from Karolinska Institutet

The University of Iceland has an enormous focus on attracting young people and public in general to science. This is an important element in the university's strategy.

One of the most successful projects to attract the public towards science in 2013 was an integrated communication project called "The Treasure of the Future." In this case the concept treasure is based on research leading to prosperity for all in near future. The seeds from the campaign are now starting to grow in Scandinavia as two TV-stations, in Sweden and Finland, have now decided to broadcast part of the campaign, a TV-series that got enormous attention in Iceland in the summer of 2013.

The "Treasure of the Future" campaign consisted of:

A TV-series, made by the University of Iceland, broadcast on public TV in Iceland.

A Science Magazine including similar and same content as in the TV-series.

A specific web site with further details on each content item in the Magazine and in the TV-program.

A massive press operation where selected stories from the TV-program/Magazine were released for press with riveting results.

In the campaign there was a strong and broad distribution of sciences and innovation along with a focus on published research conclusions in a domestic and international venue. The aim was to increase awareness of the value of science, innovation and entrepreneurial efforts and development of such at the University of Iceland.

Many institutions have embraced social media as a means of branding, marketing and redirecting traffic to main websites. These are perfectly legitimate goals of any institution, but the strength of social media goes beyond that.

A lot of technology-savvy university professionals have realized the potential of using Twitter in their daily work as well as their personal life. At conferences even more use Twitter to access the backchannel and behind-the-scenes discussion. These are often the people who work in the departments where social media already reside.

This session explores the professional use of Twitter by the entire staff in a small university museum and research department. The staff encompasses a variety of different roles. There are curators, docents, researchers, conservators, collection managers, etc. All of whom contribute to the workings of the museum. Some of these do not necessarily have a public face, as their work mainly goes on behind the scenes.

For the staff Twitter provides an excellent channel for sharing, discussing, and engaging audiences that might not be reached otherwise. For the museum this contributes to making the profile of the institution more personal and alive. And on the whole Twitter allows for new forms of interaction between scientists, professionals, journalists and the public.

At Copenhagen Business School, we are using LinkedIn as the cornerstone for the further development of our alumni relations programme. LinkedIn offers a social platform focusing on professional network and relations and delivers relevant data about the career paths of our alumni: where they work and what they do. Additionally, LinkedIn offers a platform of relevant communication tools such as Groups, University Pages and Company Pages, and last but not least, LinkedIn provides us with the opportunity of meeting our alumni where they already are. More than one million Danes have a LinkedIn profile and CBS’ LinkedIn group for alumni has more than 16,000 members, which is 10,000 more than the number of members in our alumni directory, which eventually will be closed down.

LinkedIn provides many opportunities but also many challenges as it is not possible to manage the collaboration with them – you cannot contract with LinkedIn and they are the sole decision makers when setting up the terms.

Are you already working with LinkedIn as part of your alumni relations toolkit or are you considering to get started? Then drop by for a knowledge exchange based on our experience working with the opportunities and challenges LinkedIn offer.

This session explores how to awake an interest towards the wonderful world of science and research already from early age. The Children's University at the University of Turku organises science lectures, summer camps and other events for 7-15 year old children. The tremendous success of the concept has astonished even the organisers: both children and parents are enthusiastic about it! Moreover, with practically no marketing budget, the Children’s University and thus the University of Turku have attracted wide positive publicity in the press and in the stakeholders.

Wikipedia is increasingly becoming the source of knowledge for the public. When using Google or other search engines to find information, Wikipedia articles will almost exclusively belong to the highest ranked websites. Therefore, Wikipedia should also be the natural arena for knowledge-sharing by those who know the most about a topic. Currently, Wikipedia projects linked to universities are based on student contributions and individual researchers, but to this day there has been no project where researchers officially affiliated with a particular university write about science on Wikipedia in an organized form. Since no university has taken this challenge seriously, the Swedish University of Agricultural Sciences (SLU) pioneers the scientific community's commitment to Wikipedia. Come and learn about challenges and opportunities in this project and how it can have great impact on life in the developing world.

University of Gothenburg Centre for Person-Centred Care (GPCC) is a multi-disciplinary research centre. Jeanette Tenggren Durkan was project manager for an interactive exhibition in collaboration with Röhsska museum in Gothenburg to inform health care staff about person-centred care. See a short film about the exhibition on YouTube:

This session will explore how Åbo Akademi Univeristy went from a study catalogue and brochures to publishing a student magazine for student recruitment. While having a massive restructuring programme at the University we needed to produce a new type of printed product to be used in marketing. See how we used students, Instagram and Facebook to source content.

NTNU has worked systematically with risk analysis and contingency planning in recent years. This has become even more important after the terrorist attacks in Norway on 22 July 2011. Eirik Lian, senior adviser and group leader in NTNU’s Communication Division, provides tips and practical advice for organizing emergency communications.

In this multimedia session, the music and science workshops 'Biophilia' will be presented in words, images, sounds and videos by Jón Örn Guðbjartsson, communication expert from the University of Iceland.

The project consists of music merged with science in an innovative and artistic methodology with riveting results.

The University of Iceland received in September 2012 the EUPRIO award for the Biophilia workshops or educational programme.

The curriculum, jointly developed by the artist Björk, the University of Iceland and the City of Reykjavík, deals with musicology and various natural phenomena, such as dark matter, crystals, lightning, the moon, eruptions, tectonic plates and continental drift, viruses and DNA.

The soundtrack to Biophilia, written by Björk, features lyrical content pertaining to all of the aforementioned phenomena. Biophilia also gives students the opportunity to use iPad apps to create their own variations on the curriculum and rearrange the songs, molding potential future curriculums.

The workshops offer school children aged 10-12 the opportunity to learn about music and science through an innovative curriculum accessible on iPads.

The Biophilia Educational Program started in summer 2011 at Björk’s first Biophilia Residency at the Manchester International Festival, but was developed further in Iceland when over 60 Reykjavík grade school students attended the musical science workshops in the Harpa music hall, under instructions of music teachers and scientists from the University of Iceland.

Since then, the workshop has toured the world, opening to the public in ports of call from Oslo to Buenos Aires to New York.

The project will continue to be available as a part of the Biophilia Residencies, and in Iceland to Reykjavík school children over the next three years. It combines music, science, technology and creativity into an imaginative new teaching method beneficial for all.

How do you see your institution working together with the job market of your graduates? Corporate Partners, Career Counselling or are the companies and students interested in jobs, careers, placement, branding or why bother working closely with the business community (government or private).

Henriette and Janie will facilitate a discussion with participants about why and how you can work with your students and the companies or institutions that hire your graduates.

The workshop will be a mix of experience we have gathered at CBS and discussions among participants about how you work (or not work) with these issues at your institution.

As smartphone and tablet adoption rapidly increases, so does the importance of mobile-friendly websites. A responsive web design allows your website to provide a great user-experience across many devices and screen sizes, and it also makes managing your SEO strategy easier. For these reasons, responsive web design is the natural choice for an increasing number of web managers.

However, only a few universities has managed to convert their websites to responsive designs. The reason is, that the process is complicated an expensive. It affects not only the designers and developers, but also the content providers, who will have to learn to work with text and media in new ways.

In this workshop you can meet 3 university web managers who has actually implemented a responsive design. They will discuss the biggest challenges of their projects and give good advices on how to begin and how to avoid the most obvious mistakes.

Which aspects of the implementation process we will discuss depends on the interest of the audience, who will vote for the subjects throughout the workshop.

TUESDAY 09.00 - 10.00: KEYNOTE

The Web demands that we change the way we communicate. Instead of focusing on getting attention we need to much more focus on giving attention. We need to use content to help people do what they came to our website to do. A web communicator must become a service professional.

TUESDAY 10.10 - 11.20: 7 WORKSHOPS

In every Web environment there are a small set of tasks that are of huge importance to customers. These are the top tasks. (Top tasks are even more relevant on mobile.) This workshop will show you unique and highly successful methods to identify and measure the top tasks of your customers.

Letting the world know about your institution's cutting-edge research is a challenge most of us face. It’s made even more difficult by the fact that we have to take the extra step of translating select news to publish. This workshop will explore techniques for crafting and tailoring your research news to reach the broadest possible audience with the biggest impact. We’ll examine which topics sell, and why, and who is selling them; what journalists want (and don’t want) in a press release or other news-related information; and tools for measuring the impact of what you send out. We’ll use a workshop format and small groups to give participants the chance to share their own experiences.

Meet up with Jesper Højberg before the closing plenary and talk about Communication Units strategies and future focus. Specially for Communication directors / team elders or people with strategic responsibilities

Digitization and automation increase the average productivity by a few percent each year. One business after another transform itself, some radically. Specifically, two types of activities are revolutionized: the production that can be automated, and industries that convey information, such as music, movies, computer programs. In these industries, the unit cost goes to zero and increased production does not create more jobs. Higher Education also conveys information, but it has not yet been revolutionized.

Hundreds of thousands of people in the Nordic countries are now involved in distance learning. Massive Open Online Courses (MOOCs) are university courses offered online, often free and open to anyone. It requires no experience and there is no admission. MOOCs can be made so that the cost of 10 persons becomes the same as 1,000,000.

What happens to our Nordic universities when a top university like Stanford decides to invest millions in Nobel laureates and star lecturers that anyone - for free - can share on the web? When they offer degrees for free or for a cheap price? What will our young people choose?

All communication professionals should therefore ask the question "What does it mean for my profession and my work situation?"

Per Ödling has recently been a frequent lecturer and commentator on MOOCs . His thesis is that MOOCs leads restructuring of the higher education sector and the Nordic universities will lose in the competition with the U.S. universities that have strong brands.

Tuesday 12.00 - 14.00: Concluding plenary discussion

TITLE

What you need to do to survive! Higher Education Communication in the Future - adapt or perish?

In this final session we will be provoked by Jesper Højberg, a Danish consultant who has made several 360 degree analyses of HE communication in Denmark. We will hear what is verdict is on which market we are in, what we should or shouldn’t focus on and how we continuously bring value to our universities. We will discuss in smaller groups and come up with the major challenges and solutions of the future.

About the conference

The NUAS (Nordic Association of University Administrators) Conference targets communication staff at Nordic universities. The conference provides a unique opportunity to gain new perspectives on working with communication at a university. You can learn about the latest trends, major projects and good solutions, become inspired by your colleagues and share your knowledge and experience. And above all - build a Nordic network.

About the conference

The NUAS (Nordic Association ofUniversity Administrators) conference targets communication staff at the Nordic universities. The conference provides a unique opportunity to gain new perspectives of working with communication at a university. You can hear about the latest trends, major projects and good solutions. Learn from your colleagues and share your knowledge and experience. And above all – build up a network in the Nordic countries.